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More online shoppers buying more

Posted by Michael Bloch in ecommerce (Thursday December 7, 2006 )

Fresh holiday ecommerce data reveals that non-travel related online shopping has generated sales reaching $12.42 billion during the period November 1 to December 3 this year; an increase of 25 percent over the same period last year.

The gains are not only fueled by a 17 percent increase in the number of online shoppers, but shoppers are on average spending more – a 7% increase.

For the holiday shopping season so far, the categories with the highest average order value are computer hardware, consumer electronics, video game consoles, jewelry (including watches) and event tickets respectively.

The product categories experiencing the highest increase in terms of overall gross sales growth are video games, jewelry & watches, event tickets, video game consoles & accessories and consumer electronics respectively.

There’s somewhat of a reversal in relation to where people place their orders from i.e., work vs. home. There’s been an increase of 30% in total value of online purchases made from home computers compared to a 19% increase of total order value from a work computer. Last year, the higher value was from work computers at this stage of the holiday shopping season.

This shift in spending patterns is being attributed to the increase of broadband availability in homes; allowing consumers to view those horribly bandwidth intensive big box store sites and other complex merchant sites faster than perhaps they could in previous years :).

Read more of the Comscore Holiday Ecommerce update

Learn more about shopping carts

Pick up some tips for minimizing shopping cart abandonment


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